This could be a big week for contemporary brands and the women who shop them. Luella Bartley and Katie Hillier will show their long-awaited first collection for Marc by Marc Jacobs on Tuesday. And today, the British designer Stuart Vevers made a confident debut for Coach at the American leather goods house's first-ever ready-to-wear presentation. When Vevers, who previously helmed the LVMH-owned Loewe label, was tapped to replace Reed Krakoff last year, insiders wondered about the need for a clothing line from Coach. Could Vevers make it relevant?

He could and he did. Editors walked away raving about the collection, not least of all because of the accessibility factor. Vevers' coats and jackets will top out at around $3,000—an opening price for a shearling from a European luxury brand—and most will retail for much less than that.

Vevers approached his new project by asking himself what makes Coach unique in the fashion world. Its Americanness was the answer he kept on coming back to. So he gave good ol' U.S. of A. classics like the jean jacket and firemen's coats fashionable tweaks, putting a removable shearling collar on the former and cutting the latter in rugged leather with suede accents and heavy-duty brass closures. Outerwear was the star of the show—the oversize red-and-black houndstooth pieces in particular—but Vevers has a sense of humor that should play well to the young customers he needs to be wooing. The Apollo sweater was a dead ringer for the pullover little Danny Torrance wore in The Shining. Quirky beauties like Shelley Duvall and Sissy Spacek apparently resonated with him, as did the work of Joel Sternfeld. A late 1970s suburban scene from Sternfeld's book of photographs American Prospects formed the show's backdrop.

On the accessories front, in contrast, it was the young women Vevers encounters on the streets of his adopted hometown of New York City that gave him his starting point. Shearling-lined, rubber-soled wedge boots and pebbled-leather cross-body bags drove home his message about function and utility. Vevers' Coach has good prospects.